Maserati Sales Are Down More Than 50% In 2024 and Here's Why...

Stellantis CEO Carlos Tavares says Maserati has a marketing problem but is the issue much bigger that he realizes? Lets discuss...
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[@gmp6526]

As a current Maserati owner, I wanted to share my personal experience with the brand. Despite hearing a lot about reliability issues, I can’t say the same for my 2018 Ghibli. After almost 7 years, I’ve had zero mechanical or major maintenance problems-just the usual wear and tear, like tires and minor issues. So, for me, reliability hasn’t been an issue. That said, I do agree with the common criticisms about the high price and depreciation. Maserati could improve its value by enhancing its warranty to something like Mercedes-Benz’s 100,000-mile/5-year bumper-to-bumper coverage. That would go a long way toward reassuring potential buyers about reliability. My 2018 Ghibli came with the tech that was cutting-edge at the time-driver assist, lane departure warning, and a 360° camera. But I’ve seen the latest models, and Maserati has seriously upped its game with new tech. The problem? They’re doing a terrible job promoting it. I’ve barely seen any coverage, and they should really push the innovation they’re putting into these cars. Lastly, I do miss that V8 growl. The new engine options just don’t have the same soul. Still, if Maserati focuses on promoting its tech, addressing reliability concerns, and offering competitive finance packages (like low-interest rates for loyal customers), they could make a real impact in the luxury market.

[@RonsRides]

Glad you chimed in! I think with a lot of concerns, they loom around a maintenance issue and a great package to give consumers a piece of mind would be the foundation of solving other problems like depreciation. And if thats the case with the marketing, then maybe Carlos has a point and they could put some more ad dollars out there!

[@danlewis4390]

The cars are well made - they’re just too damn expensive to buy and maintain. You can market the brand all you want, but nobody is going to pay over $200K for a Granturismo when they can buy a Porsche 911 for less. Also, nobody is going to buy an electric Maserati. People want that V8 growl that made the brand famous in the first place.

[@RonsRides]

You have made some great arguments. I do say there's a buyer for every market but there will be other markets that will sell better and I def feel like the v8 is the market is where people love Maserati the most.

[@corvettedude4423]

The Maserati salesman told me that many were disappointed for the lack of V8s, and making them hard to sell.

[@RonsRides]

I feel like the pre-owned V8 market just got hotter!

[@corvettedude4423]

@@RonsRidesI think your right, also saw that for 2025, the Granturismo is all electric

[@Landmantx]

I have been shopping for a Grantourismo and there are very few on the market at the moment. Maybe people are getting smart to the fact that they are a great v8 used car value.

[@PaulAndBiscuit]

Bingo!

[@PaulAndBiscuit]

@@RonsRides I don't think will be the case for Maserati's though. Out of warranty they are hugely risky.

[@cyf1434568100]

This key problem is with its brand perception, for many years, for many car buyers in most country, Maserati = great bargain car second hand. People simply don’t believe the cars are worth the MSRP due to quality issues etc. the problem is, Masertai continues to price their cars so high without fixing their already at-stake brand perception first. The catch is the news car have just came out, we need more years to know if they are truly more reliable or not. However by the time comes, they would already became heavily depreciated used cars. It’s a cycle the brand got stuck into😅

[@bbkangs]

Almost half of the brand’s lineup is now electric, PLUS they no longer offer a V8. How much more obvious can it be why sales are down?? They are doing the opposite of what potential customers are interested in.

[@RonsRides]

To be fair there are still ICE versions of all models I listed. Here in the states we only have one EV from the brand and that’s the Grecale Folgore.

[@cbarber5366]

​@@RonsRidesI think Maserati will go the same route as Alfa Romeo and offer electric along side electric with a range extender engines. That keeps emissions lower than the plug in hybrid route and keep them in line with the looming European union emmision standards of 2030

[@btriantos]

@@RonsRides V8 is where it’s at for me… I test drove a V6 Ghibli Modena and thought my Cad CT6 was quicker, then got in the Trofeo, and thought, now this is what I would expect out of a Maserati. The adrenaline took 3 hours to leave my body

[@bbkangs]

@@RonsRides that’s one more EV Grecale than the people want

[@rlsedition]

@@btriantos But the Grecale Trofeo is not a V8.

[@TimGi1]

🤔 How long will it take, before the Auto-Industry realizes, that 2/3 of the car buyers don’t want an EV…..

[@RonsRides]

🤷🏾‍♂️🤷🏾‍♂️🤷🏾‍♂️

[@PaulAndBiscuit]

They are realising this right about about now. Don't worry every single brand is u-turning.

[@GiGi_65]

It’s not marketing it’s a boycott!

[@RonsRides]

I hope not, boycotts can kill brands. Thats not what we want!

[@Dqtube]

I won't pretend that I understand the North American market, but while car sales in the EU have also stagnated this year, many premium or luxury brands have not been affected as much. Year-on-year comparison for the first 8 months: Lexus +33.7% Alpine +22.0% Porsche +13.1% BMW +7.1% Mercedes -1.3% Audi -9.0% Jaguar -39.9% So only Jaguar from the big brands is in a similar position to Maserati. From my point of view, the problem is that the brand is somewhere in the middle of the range, not as extravagant as Rolls Royce, Bentley or Aston Martin, so it doesn't appeal to people who don't care about the price tag. At the same time, they cost more than a BMW, Mercedes, Lexus or Genesis, and people who are mainly interested in sound will just buy a used one.

[@RonsRides]

I think you nailed it! That last statement sheds a lot of light on Maserati kind of being in a weird spot market wise.

[@AlexBorza]

@@RonsRides Exactly where Jaguar is, and they struggle as well. Land Rover is also very unreliable but there sales are good because they have a stable market for them. In my opinion Maserati should be closer to Ferrari costumers than the Porsche costumers.

[@AlexBorza]

Also Ferrari Roma wich is close in price to Granturismo Ofers a V8, also it weighs less and has more power, so why would you buy it over a Ferrari?

[@btriantos]

@@AlexBorza exactly.. The Roma is just a sexier car

[@bentleyspotter]

The answer is really just price. I was so pumped when the Grecale was announced, but it comes out and it costs more than a Range Rover sport, which is bigger, nicer and has a better engine. If they were 15-20% cheaper across the board they would sell. I am looking at getting a used Grecale Trofeo listed under 70k... was 115k new and it has 2500 miles. unreal

[@RonsRides]

So the pre-owned market is where its at. You can still get what you want but just second hand.

[@press4258]

Nothing to do with marketing when it comes to the new granturismo, it’s overpriced. First released I seen one at the dealer for 230k

[@RonsRides]

When I first broke news of the pricing I said the same thing, that for losing two cylinders, it was quite high. Now don’t get me wrong, it is a majorly upgraded car in every way but losing the V8 was crucial blow.

[@shortsongs9394]

Wrong. The Gran Turismo starts in the $160,000 range.

[@btriantos]

It’s not just a Maserati problem… these higher end cars have been overpriced and dealers have been marking up to ridiculous levels. Maybe when they come back down to earth, they’ll start selling more…this will help with the depreciation as well.

[@RonsRides]

I agree, pre 2020 era was the best for consumers in the automotive industry.

[@kurtjammer9568]

I was in to my dealer and to replace my 2017 levante is 165k canadian..and with 42 k kilometers on it it's only worth 40k..lol..a great used car value..but new it's way overpriced. And with our new luxury tax here in canada..it hurts

[@btriantos]

@@kurtjammer9568yeah, that’s an ouch

[@SenszR]

There’s no markups on Maseratis 😂

[@carlossilva1462]

Nobody pays 250,000 euros for a V6 (Granturismo) Nobody pays €400,000 for a V6 (MC20) Nobody pays €130,000 for a four-cylinder hybrid (Ghibli) Nobody pays for a Levante with technology that's 10 years out of date Nobody wants an electric Maserati. That's why Maserati depreciates much more than the competition and customers flee. Maserati has a sad future. It has to be sold to those who have the capital to invest in this beautiful brand.

[@RonsRides]

With that said what do you feel is the issue? Mainly pricing or the product?

[@IchibodDeere]

If MASERATI substantially LOWERED the price of replacement parts, maintenance, its resale values would go up. Otherwise they are throwaway vehicles.

[@kurtjammer9568]

The levante technology is good enough..you pay for the look sound and comfort..it's the only suv I can drive for 3 hours and not feel tired

[@carlossilva1462]

It's a combination of factors. Design and mechanics, maintenance and depreciation. And V6 engines priced like V12s.

[@KotaManifest]

@@RonsRides prices need to be competitive from Maserati

[@IchibodDeere]

Car Wizard on KZbin has explained why Maseratis, Aston Martins, Bentleys etc crash in value on the used car mkt. Maintenance, replacement parts prices are WAY too high. If resale values crash the day after driving a new one out of showroom, no will want them to begin with, that's just what is going on. Porsche sales are not weak.

[@RonsRides]

So basically according to that theory, its the resale value but they do have a good product.

[@irisfailsafe]

Maserati is 20% more expensive than Porsche and in return you get Dodge switches, unremarkable design and nothing that you don’t get in a Kia

[@RonsRides]

👀👀

[@robloxcreator437]

Ok so vw. Lambo, and bentley all together doing that isn't a problem? But this is. That's pretty weird for you to hate on. And what do you mean by kia😂

[@JoeFranecki-xy6zq]

New Maseratis are a new ball game from previous, no borrowed parts.

[@robloxcreator437]

@@JoeFranecki-xy6zq the current quattroporte has a lot of better things the new ones do. But the new ones are better with interior compared to levante and ghibli

[@albertosrapa5077]

hi ronsrider, I'm writing to you from Italy, in my opinion one of Maserati's problems is the obsession with focusing on electric that at least here in Italy nobody wants. even the 330 hp mild hybrid engine with 4 cylinders is honestly not very exciting. furthermore it is not clear why they don't do frequent restyling especially to the interiors for example the Levante is very beautiful on the outside but its interiors now feel the weight of the years, same thing for the technology inside. another thing that makes me angry is that they have never tried to make a rival of the Cayman or a Ghibli/sedan with the Giorgio platform. Finally I believe that Maserati in addition to selling a car sells a lifestyle and without investments in advertising this is very difficult. Many greetings and let's hope they sell Alfa and Maserati to Ferrari because otherwise I predict a never-ending crisis. Greetings from Verona, Italy.

[@nizarwafa77]

As a previous owner of Ghibli SQ4, and current owner of a Grecale Trofeo, I can tell you that the quality of the car isn't what it used to be. The grecale's exterior is very soft. They should've designed the headlights with a more aggressive look, atleast make it similar to the MC20! And if they stick a v8 in there as an option, they would have a winning SUV with no equal in the market!

[@RonsRides]

I still think the Grecale Trofeo is great because its a luxury version of the Stelvio Quadrifoglio basically. A V8 would have been cool but better in a next gen Levante. That would give you incentive to go with that model if you want a larger SUV with more power. Dont think the Grecale was meant to be that.

[@nizarwafa77]

Agree Ron! However, Maserati could've done a better job on the looks...the facia should look more aggressive IMHO.

[@manuelsmiley7125]

They wasted billions of Chrysler Corporation's revenue on Dead Italian brands instead of Chrysler and Dodge where the money belongs. No one wants a Maserati whatsoever, even with the right cars.

[@liviumatasa1509]

I just got a used Maserati Grandturismo 2018 and if you will have a ride with me you will change your mind. Get the Maserati in manual sport mode and you will not stop smiling.

[@Berealone90]

Lets be honest they are servely overpriced. I can get M3 with more performance . Or an M8 or M850xi for grand touring for less its called quality for the money. Also, they offer no maintenance packages.

[@jointhefist1016]

You can get a lot for the price of the granturismo

[@RonsRides]

So when it comes down to it, people want performance? The GT V8 was never really a performer, folks like that for reasons like the styling and sound. I'll agree on the maintenance packages.

[@rtroyer8963]

The new GranTurismo is almost the same but the dash is now beautiful & up to date, exterior the same, still Very nice. A lot of people were anticipating the Alfieri, it would have been a mass market seller, but greedy Stelantis decided to slap a Ferrari badge on it and add $100K to the price. My partner has had four GT's and they were Very reliable.

[@Provenza25]

Beautiful 🤩 reliable brand Maserati

[@RonsRides]

The best!

[@HISVOICE4LIFE]

I own a 2016 Maserati GranTurismo MC. Love it with passion. Im the 2nd owner. Bought it with 14k now has 20k and no issues at all. But i do recognize that my car was $160k new!!! Same price as a 911 Turbo!!! So in my opinion ist comes down to cost. If the new GT was around the $110-120k mark…..would sell like pancakes!!! But $250k? Nope.

[@RonsRides]

Jealous of that MC!!! I want one so bad! Also $250k would be a Trofeo model heavily optioned. I think they start at $190ish now with the Modena in the $160k range.

[@jimmyyoh8144]

Maserati needs to inprove performance, reliability and services. The products are beautiful, build quality are great, materials are great too.

[@michaelb1985]

Range rover killing them. My levante goes back in a couple weeks and can get 30k off another . Also only boack leather inside and not as soft drill leather and no wireless charging which is crazy

[@petermessiersway9040]

I work in the port Newark. We have hundreds of Maserati in the lot from last year. Plus about hundred mc20 just sitting in a warehouse. And a total of 3 dealers that have returned inventory from going bankrupt. Not good,

[@c4a5m3]

I feel that they are priced a bit too high at this point. I own a BMW M8 GC and at one point they were priced too high. They were disappointed heavily to sell. That hurts the brand. Reduce the price and stop discounting. The new Coupe is great looking.

[@3v3rhard]

Bad pricing, bad marketing, bad tech, bad depreciation, bad maintenance service, bad future....

[@charlieryan1736]

Thanks for another interesting video 👍🏻

[@RonsRides]

Glad you enjoyed it

[@razor281]

To be honest, I think Maserati waited too late to capitalize on the Netuno movement. I feel once they release the Gran Turismo, the grecale and the mc20 Ithe Ghibli and the levante should have been right behind them. A 450 to 460 horsepower Netuno powered Ghibli would have been excellent and then bump it up to 510 550. it couldve been competitive with the m and the AMG cars. Once they dropped Ferrari they should have went all in instead of having a bunch of mismatched cars in their lineup LOL A. 420 horsepower Ghibli levante Quattroporte is a letdown

[@jtp2003]

They took the V8 out of the Grand Turismo! That's why!!

[@RonsRides]

😭😥

[@Vacheron55]

I think reliabiity is a legacy perception, but Maseratis have upped their game. Definitely could be priced more competitively, but I guess they also want to be of a certain status level.

[@PaulAndBiscuit]

Maserati say the this with every new generation. They have upped there game and are now reliable, until you get the 30k bill when it is just out of warranty. I own an Alfa giulia and whilst it is seen as somewhat reliable the parts cost would make it prohibitive to own once out of warranty. Almost any kind of accident would write off these Italian cars.

[@WillieFungo]

Stellantis is just a constellation of the worst car brands in the industry. Chrystler, Maserati, Fiat, Jeep, Vauxhall. Everything is wildly overpriced, unreliable and low quality.

[@DJSALA]

I think a MC20 at $230k sounds right and a GT at $140k sounds right- the Ghibli undoubtedly kept Maserati alive this long but also diluted the brand, looking wayyy too similar to the Quattroporte (which is beautiful but too easily mistaken for the Ghibli, so it kinda screwed up the QP’s allure).

[@JohnFratello-f1j]

it's going to take some time to get away from the stigma of unreliability for Maserati. many people feel the brand is unjustly labeled with it, as I do. my 2018; Grand Cabrio has been troubled free, as the KZbinr the Car Wizards Levante has proven to be a very reliable vehicle. I'm sure this newer generation of Maserati's is even better. I think some level of depreciation is a fact of life when it comes to high-end luxury vehicles.

[@RonsRides]

Glad you've had a great experience with yours! Thats the stuff I love to hear!

[@colofsco1]

There are two types of ppl who buy these cars; those who can afford them and those who can't. The latter 🤣🤣🤣

[@tima5429]

Should have had a V8! 🍅

[@RonsRides]

Bring it back!!!!

[@darrenbywater]

It’s simple price Maserati have raised their prices eye watering Ferrari standard. Maserati is not Ferrari the clue is in the name. All Maserati fans ( including me 90th anniversary spyder and GT ) know of old what they get when they buy a Maserati and we’re happy with their car yes had issue but they didn’t pay Ferrari prices. Yes marketing got it wrong …. Price

[@Maseratitine]

It's not a marketing problem, it's a question of strategy . I would never change my 2012's MC Sportine into a new model, because she has the DNA of the brand : the astnonishing V8, not the new pieces, sorry !

[@GiGi_65]

V8

[@RonsRides]

I already miss it!

[@ThrowEmBack]

Maseratis are so terrible and the brand needs a full rehaul or let someone acquire them for the love of God lol.

[@luigibovio9983]

Maserati granturismo should be set at the same as the bmw m4 competition, not double!!

[@RonsRides]

I still say $140k is that sweet spot!

[@petermasemola1618]

I love Maserati vehicles, but I think they continue to suffer from their own pricing that is informed by being family with Ferrari. This is exactly the same problem Alfa and Fiat are suffering from. For example in my country Maserati’s are priced to compete against Bentleys instead of BMW and Mercedes, and their depreciation is the worst even when compared with BMW or Mercedes. As a result Levante depreciates by 65% within 2 years (which is unthinkable), which then feeds back to clients that there must be things wrong with the vehicles (and there is nothing wrong with them; they just need to deal with proper pricing once even if it means taking a plunge, and the volumes will soon compensate the financial model). I cannot stress enough that this is probably parent company issues because Fiat and Alfa suffer the same fate (although the new Alfa Tofale may lead the way from a proper pricing point of view despite limited options on finishes)

[@WillieFungo]

What does "in my country" mean? Why is it so hard for you guys (typically Europeans) to give the name of the country?

[@petermasemola1618]

@@WillieFungoit may assist you to stop loosing track of the topic and concentrate on Maserati vehicles’ low volumes as a topic

[@WillieFungo]

@@petermasemola1618 Yes, but every market is different. That's why context matters.

[@RODIMODUBB]

I think some of the problem is no more V8s, like the V6, but the V8 had the IT FACTOR! Hands down

[@RonsRides]

The V8 was everything!!!

[@jameshoward8887]

I've purchased 3 GT's over the years and love the car. Had briefly considered purchasing the new GT until I saw the price.. $200K is a bit of a stretch out in today's economy.

[@RonsRides]

You're living my dream having so many GT's!!!

[@FlexRogers]

Maserati is not a viable brand as it stands, most of their vehicle lineup is old at this point from a drivetrain/tech/interior standpoint. The vehicles are way too expensive for what they really are - a jobs program for Italian car companies. The end of the Ferrari-derived engines also decreases the appeal and unique character that differentiated Maserati from Alfa or the Germans. Nobody is buying the Grecale, it’s a horribly positioned product. The Ghibli is 10 years old. The QP is 10 years old. The GT is 10 years old. It’s time for Stellantis to pull the plug on Maserati and apply those resources to Alfa, but even that seems like a long shot.

[@asuncionmaldonado3382]

The car is beautiful but it has gremlin

[@paulybthealfaguy]

Ron!!!!....big ticket items always drop in sales in tough economic times .... what marketing?????

[@RonsRides]

Exactly my point Pauly, is a tough market this year!

[@vladipp2850]

What tough economic times? Q2 2024 GDP growth 3%, unemployment rate at 4.2% and profits from current production increased $57.6 billion in Q2. www.bea.gov/news/2024/gross-domestic-product-second-estimate-corporate-profits-preliminary-estimate-second

[@IchibodDeere]

@@RonsRides nope, Porsche is doing GREAT.

[@jimmyyoh8144]

Maserati should go to instale reliable and mature Chinese electric motors, batteries and electrical control systems couple with Italian beautiful design and Maserati tradition performance and handling, and price point acceptable, then we got a winner.

[@shortsongs9394]

Ask real people who drive them. They LOVE their Maserati.

[@WillieFungo]

Maseratti is just a typical European brand. Overpriced with no value for money. Just like Gucci, Lous Vuitton or Balenciaga. The purpose of European products is for poor people who want to look rich.

[@simondavies4603]

Hi Ron I bought my 2022 QuattroPorte Trofeo because of your review and the level of your brand specific content. The car is fantastic and the brand’s issues with quality and reliability have been well managed since the late noughties. The tech is OK, but Maserati is a “traditional” brand and I therefore expect competent, proven tech, which it has, rather than the latest tech. I bought mine just before the prices got silly: all these performance cars depreciate fast, some faster than others, but you need money to buy and service these luxuries. I do think they have jumped the gun with the pricing: gorgeous new designs, great engine tech, good quality build is there, and should be paid for, BUT you need to have a flawless reputation before you start hiking your prices up. I also think the issue is Marketing! I am Europe based, and you are an independent producer of Maserati content (we forgive you for the Alfa fixation) on the other side for the Ocean. Doesn’t that tell you something? The best Maserati content on You Tube has nothing to do with the factory/importer! I can also tell you about the lack of support Maserati enthusiasts in Europe, and their Club network, receive from the factory/importer. Maserati don’t look after their loyal customers, let alone successfully prospect new ones.

[@SenszR]

Because they have poor build quality, poor performance and poor reliability. But rich pricing?

[@RonsRides]

On the performance aspect it really depends on how you classify it. They have cars that hit 200+, they have a car that has a 2.9 0 to 60mph.

[@robloxcreator437]

I don't think any of what you said is true. The pricing is wild I agree about that only

[@FirstHandLLC]

Maserati has no reason to cost more than a comparable BMW and the cost of regular maintenance is absolutely INSANE! In comparison, you don’t pay anything for 3 years/36 thousand miles with a BMW which is a typical lease period. Two weeks ago I rented a Grecale and loved it, but I’m not spending over $3k over 3 years to maintain a leased car, there is no freaking way! For the price they need to include maintenance like BMW, Cadillac and Jaguar!

[@RonsRides]

I think the maintenance will be a big drawback for a lot of folks. Thats Italian cars in general but should we put Maserati up against BMW in comparison or Jag/Porsche. Which class does it fit in because you dont compare Bimmers to Porsches. Its one or the other??

[@WillieFungo]

I can't respect anyone I see driving a Maseratti. These cars are just for posers who don't know what they are doing.

[@sainta2667]

Ugly models, shitty boring SUV's , not sexy , not edgy , and the prices?!! Just another boring brand. Making it Full EV will totally kill it. Had over 6 Maserati's over the years. Sad.

[@olanderdecastro52]

You guys in marketing just aren’t portraying this piece of garbage car the right way and that’s why we’re losing money!

[@mikeisaacs2314]

I think it’s the reliability and the depreciation that’s the problem. The German cars are bad but Maserati is the worst

[@RonsRides]

😭😭

[@kurtjammer9568]

Actually the levante is really reliable.

[@loopba]

Completely overpriced

[@blessingshangase3851]

The grantourismo should have started at $90 000

[@RonsRides]

No way because they would have had to drop the prices of their other models tremendously! I always said it would have been nice to have it in the $140k range like the OG model.

[@blessingshangase3851]

@@RonsRides it's still overpriced and it's a shame how stallantis and Maserati seem to not have competent leadership coz I don't really see where this ship is going to tell the truth 😩

[@greathey1234]

Overpriced unreliable heap of junk, what can possibly go wrong?

[@RonsRides]

Chill...

[@nocolo123]

Bad design, v6, and overpriced

[@PaulAndBiscuit]

They have made huge mistakes lately along with Alfa Romeo and it is nothing to do with marketing. No market for high priced unreliable V6's. You can get away with selling unreliable V8's if they sound awesome but the latest offering is lame. The other issue is electric cars, why would anyone want an electric Maserati?

[@sradical8136]

As a current and past owner of several Maserati products there is a major perception issue around reliability. So much so that it impacts depreciation making the cars very expensive to own. As a case in point look at the leasing costs of the ghibli. When it first came out the banks estimated the residual value and you could lease one all day for 600 to 700. Now it's 1000+. QP and Levante are even worse. And purchasing new will leave you with less than half of your money in 3 years. I purchased my CPO levante trofeo for over $110k off of sticker. The value proposition is tough and in the current economic climate buys are scrutinizing their spend...